In the late-1980s heyday of the anti-drug “Just Say No” campaign, a man calling himself “Jerry” appeared on a Seattle talk radio show to criticize U.S. marijuana laws.

An esteemed businessman, he hid his identity because he didn’t want to offend customers who — like so many in those days — viewed marijuana as a villain in the ever-raging “war on drugs.”

Now, a quarter century later, “Jerry” is one of the main forces behind Washington state’s successful initiative to legalize pot for adults over 21. And he no longer fears putting his name to the cause: He’s Rick Steves, the travel guru known for his popular guidebooks.